CPG Weekly Roundup: June 20 – June 26, 2025
The Week in Summary
From funding news to strategic exits, this week delivered a mix of bold bets and sharp pivots. Momofuku secured nearly $30M in fresh capital to scale its pantry goods empire. Once Upon a Farm confidentially filed for IPO, signaling confidence in its clean baby food positioning. Meanwhile, Jones Soda is officially exiting cannabis beverages. Krave is betting big on meat sticks, and celebrity-led brands like Daphne (loungewear) and Tatcha (skincare) are sharpening their product focus. The throughline? Operators are finding new lanes—or getting out of the ones that no longer serve them.
Momofuku Raises Nearly $30M
Momofuku, the consumer goods arm of David Chang’s restaurant brand, raised $29.9M to expand its CPG offerings. Known for chili crunch, noodles, and seasoning salts, the brand has become a pantry staple among food-forward consumers. This raise positions it to accelerate both product development and distribution, continuing its shift from cult favorite to mainstream household name.
Jones Soda Exits Cannabis Beverage Business
Jones Soda Co. has announced it will divest its Mary Jones cannabis beverage unit. After entering the infused beverage market in 2022, the company cited strategic focus and margin pressure as reasons for the exit. This move underscores the challenges legacy soda brands face when expanding into heavily regulated categories.
Once Upon a Farm Files for IPO
Once Upon a Farm, co-founded by Jennifer Garner, has confidentially filed for an initial public offering. The organic baby food brand, which also offers toddler and kid snacks, has steadily grown its retail presence across major grocery chains. This IPO signals optimism around better-for-you, refrigerated CPG aimed at young families.
Paige DeSorbo Launches Daphne
Paige DeSorbo, reality TV star and influencer, has launched Daphne, a fashion label focused on elevated loungewear. The brand’s hero product is a pajama set designed for “Zoom-perfect” style and comfort. This continues the trend of creator-led brands with niche, utility-driven positioning.
Tatcha Drops Dewy Milk Moisturizer
Tatcha has introduced Dewy Milk, a new lightweight moisturizer meant to pair with its Dewy Skin Cream. The product is positioned for layering in warm weather and features ceramides and hyaluronic acid. The launch reflects a broader push in skincare toward texture-specific products that extend an existing regimen rather than replace it.
Krave Enters the Meat Stick Category
Krave, the legacy jerky brand owned by Sonoma Brands, is entering the fast-growing meat stick category. With a cleaner label, higher protein per ounce, and culinary-inspired flavors, Krave aims to differentiate from gas station-style competitors and appeal to modern snackers looking for portable protein.
What This Means for CPG
This week shows how CPG brands are either doubling down on core focus or cutting bait on experiments.
Momofuku’s raise reinforces that pantry products—once a quiet corner of the shelf—can be a breakout category when paired with sharp brand equity and culinary credibility. It’s a win for founders building durable, high-margin businesses outside of typical DTC playbooks.
In contrast, Jones Soda’s cannabis exit sends a clear signal: not every crossover is worth the operational drag. As the infused beverage market matures, it’s becoming harder for legacy players to justify subscale ventures with complex regulatory hurdles.
The quiet IPO filing from Once Upon a Farm also highlights a growing confidence in refrigerated CPG—a segment that’s historically capital-intensive but increasingly normalized by consumer demand for freshness and functionality.
On the branding front, Daphne and Tatcha both show how narrow product focus (Zoom pajamas, layering moisturizers) can create stickier marketing hooks. These aren’t full-scale lifestyle brands. They’re solving one highly specific use case with elegance.
And finally, Krave entering the meat stick game isn’t just about protein. It’s about reclaiming space in a category dominated by functional fuel. With better ingredients and chef-driven R&D, they’re signaling that even the most utilitarian snacks can be reinvented for modern tastes.
Final Thoughts
Focus is the word of the week. Whether it’s exiting cannabis, tripling down on pantry staples, or IPOing with a clear demographic thesis, the most effective brands are choosing depth over breadth. In today’s CPG environment, clarity isn’t optional—it’s the strategy.